Classification in Marketing Research by Means of LEM2-generated Rules.

The vagueness and uncertainty of data is a frequent problem in marketing research. Since rough sets have already proven their usefulness in dealing with such data in important domains like medicine and image processing, the question arises, whether they are a useful concept for marketing as well. Against this background we investigate the rough set theory-based LEM2 algorithm as a classification tool for marketing research. Its performance is demonstrated by means of synthetic as well as real-world marketing data. Our empirical results provide evidence that the LEM2 algorithm undoubtedly deserves more attention in marketing research as it is the case so far. [ABSTRACT FROM AUTHOR]